Call-tracking software
This article needs additional citations for verification. (February 2022) |
Call tracking software records information about incoming
Methods
There are currently four technological methods for telephone tracking. Besides an exclusively web-based function, it is possible to evaluate call numbers using a telephone server solution. In addition, there are a few software providers who support advertisers in telephone tracking.
Call-back function
The call-back function is exclusively web-based. Here, the internet user provides a phone number on the website of a company that is advertising at which he/she can be called back. As soon as the user confirms she wants to be contacted with a click of the mouse, the technology behind this automatically sets up a telephone conversation between the advertiser and the interested party.
At the same time, a
Callback is often automated through the use of web callback or mobile phone applications.
Call number tracking
Unlike the call-back procedure, call number tracking does not include any web-based functions but is based on a telephone server solution. As a rule, advertisers are provided a multitude of service numbers for customer feedback, where landline numbers can also be used. This enables each print ad, each online banner and any number of other advertising media to communicate an individual phone number as a response element.[5]
Dynamic Call Tracking
Dynamic call tracking works similarly to Google Analytics but has additional software that allows websites to dynamically swap phone numbers presented to each user when the website loads. This is known as dynamic call tracking. In essence, providers for this type of service supply users with software that is placed on their website which controls what numbers are shown to users on the site. there are two main methods of Dynamic Call Tracking:
- Channel based tracking
- Unique session tracking
Channel based tracking allows businesses to capture information on call sources down to the marketing channel, such as
Unique session tracking tracks down each user session on a website, by pooling numbers and allocating each web session a number for a period of time, also known as dynamic number insertion. This allows web-tracking software to accurately link each call to a web session if it results in a call being made to the number shown. The data which can be drawn from this method can be:
- Marketing Source
- Marketing Medium
- Marketing Campaign
- Content
- Keyword
- Landing page
- Conversion Page
- Experiments (if A/B Split Testing)
- Device Type
- IP Address Location
- UTM Parameters
This provides a much more rounded data-set for marketing purposes and can be integrated with industry standard software such as
Static Number Tracking
Static number tracking allows marketers to assign an individual phone number to online and traditional marketing sources such as Newspaper, Radio, Television, Billboards and other mediums of delivery for marketing materials. It differs from session based tracking as software cannot be run to dynamically replace the numbers for each viewer, however, this is useful for marketing purposes.
See also
Covert means:
- Covert listening device
- Eavesdropping
- Phone hacking
- Privacy
- Secure telephone
- Telephone call recording laws
- Telephone tapping
References
- ISBN 978-0-7506-8347-0. Retrieved March 15, 2011.
- ^ "Are Phone Call Leads An Untapped Resource For Marketers?". Forbes. Retrieved 2016-01-08.
- ^ Weintraub, Marty (6 May 2010). "Google Analytics, Conversion Tracking & Single Segment Reporting Power". Search Engine Watch. Retrieved 15 May 2019.
- ^ Selby, Natalia. "Marketing attribution - Call attribution". Mediahawk. Retrieved 15 May 2019.
- ^ Manning, James (21 May 2012). "Mobile revolution prompts evolution of marketing analytics". The Sydney Morning Herald. Retrieved 15 May 2019.
External links
This article's use of external links may not follow Wikipedia's policies or guidelines. (January 2018) |